Lately, in the world of marketing, there's a flood of predictions and declarations that digital marketing is dead. Or rather that it never lived. PepsiCo's executive, Brad Jakeman, late in 2015, in "fiery, truth-telling presentation" went so far as to say digital marketing was "the most ridiculous term [he'd] ever heard of," that "there is no such thing as digital marketing. There is marketing-most of which happens to be digital."